Media buyers expect brands with current TikTok campaigns to continue running them into the early fall but are witnessing a fourth-quarter budget pullback amid President Donald Trump's executive order banning US transactions with the platform, which goes into effect Sept. 20. NXD Social's Meghan Rao says, "Our plan is to hold off and recommend other platforms to use until we figure out what the next steps are for TikTok," while Kickback's Franky Bernstein says brands are "doubling down on existing channels that are more stable."
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